Strategic Growth Partner for Consumer Brands

Hi, I’m Fitz. I help founder-led and investor-backed brands turn activity into momentum and actual growth.

Most “fractional CMOs” are either brand people or performance people. I’m an operator who can do both, and I’m fluent across the parts that usually break execution.

  • Operator, not commentator: I’ve built, scaled, raised capital, and shipped in real conditions.

  • Taste plus rigor: brand and storytelling, plus metrics, dashboards, and operating cadence.

  • I make teams work better, fast: internal teams and agencies get aligned, accountable, and effective.

  • I reduce chaos: fewer priorities, clearer owners, tighter timelines, better outcomes.

If you feel like you have a smart team doing lots of work but momentum is flat, that’s my lane.

How I help
Founders + Investors:

Audits & Strategic Growth Plans

This is a reset and a reality check.

We cut through noise, surface what is really driving performance, and create a focused plan for the next 90 days.

You’ll get:

  • Clear read on what is working and what is leaking

  • Channel and KPI truth, plus measurement gaps

  • Brand and messaging clarity, what is landing vs noise

  • Team and agency execution review

  • A 90-day priority plan with owners and success metrics

Best for brands that want clarity before committing long term.

Brand Advisory

Founder and executive support.

Ongoing senior support to keep momentum steady and decisions clean.

I work closely with founders and leadership teams to:

  • Pressure-test decisions

  • Maintain focus as priorities shift

  • Improve agency and internal performance

  • Translate data into action

  • Keep the team moving forward, week over week

Think of this as a trusted, steady brain in the room.

Fractional CMO

Executive level strategy + oversight.

This is true leadership, not channel management.

I step in to:

  • Own the growth strategy and operating cadence

  • Align brand, marketing, ecommerce, and retention

  • Hire, restructure, or manage agencies and partners

  • Establish quarterly goals and accountability

  • Support founders through the next stage of scale

Best for brands ready for leadership-level ownership without a full-time hire.

Shannon Fitzgerald is a consumer brand founder, operator and fractional growth leader based in New York City. She has built and scaled consumer businesses, raised seven figures in capital, and led growth across ecommerce, brand, and operations for fashion, beauty, wellness, and lifestyle brands. Known for her clarity and directness, Shannon helps leadership teams cut through noise, make better decisions, and build systems that compound over time.

About Fitz: Brand Founder & Operator, Fractional Growth Leader.

Career Highlights ❊

President of Shopify Plus Agency (Current)
$250m+ Annual GMV of Merchants, 50.39% YOY Revenue Growth for CRO + Strategy clients. Select Case Studies.

01

Piloted CRO Offering Leading to Agency Acquisition
Designed a luxury brand focused Conversion Rate Optimization service that supported agency’s eventual acquisition.

02

Launched CPG Brand into 1,000+ stores in one year
Raised seven figures, built profitable DTC channel and secured retail partnerships with Whole Foods and Walmart

03

Select Clients ❊

Bonafide Health • WOMEN’S HEALTH
Greyson Clothiers • FASHION
Frances Valentine • FASHION
Anastasia Beverly Hills • BEAUTY
Boy Smells • BEAUTY
Bogg Bag • FASHION
Dylan’s Candy Bar • FOOD
TWP (Trish Wescoat Pound) • FASHION
Bethenny Frankel • LIFESTYLE
Matteo Textiles • HOME
Terez • FASHION
Paper Planes • FASHION
Eastside Golf • FASHION
Rumpl • HOME / TRAVEL
Marie Nicole • KIDS FASHION
Kate McLeod • BEAUTY
Fleur Du Mal • FASHION

FAQs

Will you replace our agencies?

1

Not necessarily. Most of the time I improve performance and accountability. If the agency is the issue, I’ll tell you, and I’ll help you transition cleanly.

What channels do you cover?

2

DTC site performance, lifecycle (email/SMS), paid media strategy, merchandising, positioning, content strategy, and reporting. I focus on the system that makes channels compound.

Do you support pre-investment or due diligence work?

3

I work with founders, investors, and leadership teams during diligence to pressure-test growth narratives and surface execution risk early. This typically includes a fast, honest assessment of revenue drivers, channel efficiency, customer behavior, team structure, agency performance, and measurement integrity. The goal is not to produce a glossy story, but to identify where growth is real, where it is fragile, and what will actually be required post-close to scale responsibly. I often help translate findings into a clear 90-day operating plan so teams can move quickly after an investment or transition.

We define outcomes up front, usually a mix of revenue, CAC efficiency, LTV, repeat rate, AOV, CVR, and execution metrics (speed, output quality, on-time launches).

4

How do you measure success?

Best fit is a consumer brand with real traction and a strong product, with target annual revenue in the $5M to $50M range. You likely have internal teams or agencies in place, but priorities feel fragmented and execution slower than it should. This work is especially helpful for founder-led or investor backed brands that want clearer decision-making, stronger accountability, and growth that compounds over time, not more activity for activity’s sake.

5

What size brands are a fit?

Clarity and focus usually show up in the first 2 to 3 weeks. Revenue impact depends on traffic volume, seasonality, and how fast we can ship.

6

How quickly will we see impact?

Sometimes, for the right company and scope. Default is cash retainer.

7

Do you take equity?

Thinking About
What’s Next?

If your brand has traction but momentum feels stalled, let’s talk. A focused conversation can help you see what to prioritize, what to pause, and what will actually move the needle.